10 key mCommerce strategy decisions Webinar and eBook Download

A new free presentation and guide to developing an mCommerce strategy

How to manage the opportunities and challenges of mobile marketing is one of today's  biggest issues for digital marketers. As we have shown in our compilation of mCommerce statistics, consumer use of smartphones and tablets is growing at a dizzying pace.

To help marketers navigate the decisions needed about mCommerce, eibDigital asked us to develop a new guide to mCommerce. We launched this at the start of October 2012; you can (download it from the Developing Revenues eCommerce best practice site from eibDIGITAL).

On 10th November 2012 we ran a webinar on the same topic which I also wanted to alert you to. You can view this at the end of this post.

I thought it would also be interesting to share some of the feedback on how companies are responding to mobile marketing. During the webinar I asked two questions... Thanks if you participated in the webinar and voted!

This shows the importance of mobile marketing to many companies with 55% having more than 10% of their site audience as mobile. For a quarter it is relatively unimportant.

We also discussed the options to create mobile experiences (we discussed responsive design in the webinar) which shows that the majority aren't delivering an optimised experience.

Like all online polls, it's not at all scientific, there were around 135 registered for the webinar and some viewed later. But I thought it would be interesting, particularly if you're one of the majority who haven't optimised their site.

eibDIGITAL, the eCommerce and online marketing agency commissioned Rob Thurner and I to write the UK's first comprehensive mCommerce guide prompted by the significant mobile traffic growth across their clients' websites. Increased mobile device interactions have resulted in commercial returns too. Comparing the three-month period of June to July 2012 to the previous year suggests the importance of developing an mCommerce strategy. A blended average across clients’ sites shows these increases:

• +580% Visits from a mobile device
• +232% Orders from a mobile device
• +29% Average order value on mobile devices

You can download the free mCommerce guide from the Developing Revenues eCommerce best practice site by eibDIGITAL.

The 10 mCommerce strategy decisions

To launch the guide, Alex Murray of eibDigital and I gave this talk at Ecommerce Expo where I introduced the 10 key decisions, with some examples of companies taking the right (and wrong) decisions .

Here is the Slideshare:

Here is the webinar:

This was the first of our regular monthly webinars using the BrightTALK webinar platform. I must say I enjoyed the interactions available through the BrightTalk webinar much more than using other tools like Webex, GoToMeeting or MeetingBurner. I also found it much easier to manage before and after. Rather than having to record the webinar, download it and process it which can take a couple of hours while it's converted it's just available to embed - simple!

The only problem was that the sound has an echo which I think was because I was out of my office and using a Wifi phone.

Finally, here is the "digested read" of the 10 decisions. We hope you the guide supports you in planning and managing mCommerce! If you have any questions about mCommerce, do ask.

1. Making the business case for M-commerce options
2. Mobile payment options
3. Mobile optimised sites versus apps
4. Using Mobile coupons & CRM to develop loyalty
5. Personalisation
6. Mobile Discovery and promotion
7. Mobile search
8. Integrating mobile, social and local
9. Tracking and Analytics
10. Mobile CRO